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Practice paper

How to leverage internet of things data to generate benefits for sales and marketing

Andrea Ahlemeyer-Stubbe
Applied Marketing Analytics: The Peer-Reviewed Journal, 5 (3), 233-242 (2020)
https://doi.org/10.69554/YNVF4962

Abstract

Across a variety of industries, companies both large and small are leveraging the flood of data generated by the internet of things (IoT) to develop new business models, initiate disruptive innovations and open up new sources of revenue. This paper explores how sales and marketing functions, in particular, can benefit from IoT data. Using concrete examples from the areas of smart homes and wearables, connected cars and smart factories, the paper describes the data generated in each area, shows opportunities for value creation, and explains some essential technologies, methods and skills as well as critical success factors.

Keywords: IoT; connected car; smart home; wearables; smart factory; industry 4.0; sales and marketing; analytics; data mining; predictive modelling; data-driven marketing

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Author's Biography

Andrea Ahlemeyer-Stubbe is Director of Strategic Analytics at HackerAgency München GmbH and the author of ‘A Practical Guide to Data Mining for Business and Industry’ (Wiley). Upon receiving her Master’s degree in statistics from the University of Dortmund, Ms Ahlemeyer-Stubbe formed a consulting firm, offering customised professional services to her clients. She now leads HackerAgency Munich’s analytics team, drawing on the wealth of experience gained from her 20 years in the industry, specifically in the areas of data mining, data warehousing, database marketing, CRM, big data and social CRM. Ms Ahlemeyer-Stubbe is a frequent lecturer at several universities, as well as a speaker at professional conferences. She was President of European Network Business and Industrial Statistics (ENBIS) from 2007 to 2009 and is currently Co-chair of the Industrial Conference on Data Mining (ICDM).

Citation

Ahlemeyer-Stubbe, Andrea (2020, May 1). How to leverage internet of things data to generate benefits for sales and marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 5, Issue 3. https://doi.org/10.69554/YNVF4962.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 5 / Issue 3
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